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How we achieved a 70% YoY increase in organic search

Targeting travellers' needs boosts overall site traffic by 33% year-on-year for Travelex

organic clicks

3.6 million

organic impressions


increase in overall site traffic

Travelex is a foreign exchange company whose primary focus is to help customers convert their money into different currencies.

The brief

Despite being best placed to provide information and advice for people in the planning stage of their next trip, Travelex’s existing on-site content was outdated, unoptimised, and – critically – didn’t target users researching their travel needs.

Recognising this gap, we collaborated with them to create engaging content targeting travellers in the research phase. By positioning Travelex as a currency and travel money expert, we aimed to:

  • Increase visibility for currency- and travel-related terms
  • Boost organic traffic
  • Improve user engagement and experience

The approach

Travellers turn to search for practical information about their next destination – but the search landscape for travel-related terms is highly competitive. We needed to carve a space for Travelex in an area where there was the biggest opportunity and potential. For Travelex, this topic was clear: different currencies around the world. 

Before starting to create the content itself, we first conducted a ‘Content Gap Analysis’ to identify search terms relevant to travel and currency exchange that Travelex wasn’t ranking for. Selecting the most appropriate keywords and using them as a basis for article titles and synopses, we then built a content calendar based on search trends, prioritising topics with seasonal spikes before finally creating “content clusters” linking new informative articles to existing travel guides, boosting their authority and search ranking.

The results

21 new articles were published over a three month period (October-December) and in the six months since the new content schedule was implemented, the content RocketMill helped to produce has generated over 31,000 organic clicks and 3.6 million organic impressions.

Overall, the Travelex website has seen 33% year-on-year growth as a result.

“As a business rapidly moving from post-Covid recovery into an ambitious growth phase, we needed our agency partners to respond with pace and impact. RocketMill has done exactly that and helped us demonstrate the compelling value of Performance and Content Marketing back to the wider business. The results speak for themselves and we continue to accelerate our efforts together with valuable, measurable and incremental revenue impact.”

Adam Knight, Global Marketing Director at Travelex

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